Hedging on the side of caution, Paczkowski has long claimed through sources of his own that thelaunch will be in October. Sources say that the iPhone will be made available for purchase within a few weeks after the announcement.

There has been wide speculation over the device, which is believed to have changed in screen size and dimensions. Other leaks point to a radical new design, whereas leaked device cases show that the smartphone will remain widely the same.

The truth is: Apple has done it again. We have no real idea what the next-generation iPhone will look like.

But while consumers will be looking for the new iPhone, as the highly anticipated Christmas and holiday season seller of the year, analysts and journalists will be looking at Tim Cook, who replaced Steve Jobs over the summer after he resigned from the company.

Cook will be in charge of the event, and no doubt will take to the stage as Apple’s new chief executive to announce the device. He has to be — he’s the boss. But Cook has never done this before, and will no doubt be aided by other executives to make their own announcement.

But as this may be Cook’s first presentation to the world, it has not been his first major challenge as chief executive.